A distinctive voice

Fashion retailer Tory redesigned its site in February 2011, seeking a balance between content and commerce. Mousing over images on category pages shows alternate images, and a Quick Shop link makes buying easy. But there’s also a blog that’s heavy on gorgeous fashion photos, and an emphasis on social media. 256,000 consumers Like the Tory Burch Facebook page, and get free shipping there; the shop features special deals and sneak peeks. “Our Facebook page serves as the voice of the brand and is a total team effort,” says chief marketing officer Miki Berardelli. “Twitter, however, is Tory’s voice.” Tory’s personal Twitter feed appears at the center of the home page. At the 65 Tory Burch stores worldwide, employees are equipped with iPads so they can bring all this online content into the store.